Sr. Manager, Global Brand Insights

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We are seeking a data insights and analytics lead to join our global brand marketing team. The ideal candidate possesses a keen understanding of market dynamics, consumer behavior, and brand performance metrics and will have a proven track record in translating complex cross-channel data into actionable insights that drive insights and strategic decision-making that will help elevate our brand’s position within the competitive landscape.

We are looking for a data-driven leader who can navigate the intersection of performance analytics and brand strategy, leveraging cutting-edge tools and methodologies to uncover valuable insights that shape our company's narrative and resonate with our target audience.

The successful candidate will demonstrate proficiency in interpreting both quantitative and qualitative data and research, drawing correlations, and identifying emerging trends to inform marketing strategies and optimize brand performance. Moreover, the candidate should possess strong communication skills, be able to distill complex findings into clear, compelling narratives that inspire cross-functional teams and stakeholders to align around common objectives. This role requires a strategic thinker with a passion for innovation, capable of driving continuous improvement in our brand insights processes and methodologies to maintain our competitive edge in the market. 

Responsibilities:

1. Brand Measurement and Reporting:

Work with brand team leaders to develop an end-to-end Global Brand Marketing measurement framework with primary and secondary KPIs and benchmarks across all brand channels

• Regularly monitor and analyze key brand metrics, with a primary focus on unaided and aided awareness and consideration, across global markets, using various analytics tools including Adobe Analytics, Morning Consult, Nielsen and Sprinklr.
• Share regular strategic reports on campaign and content performance across Global Brand Marketing and to relevant stakeholders with performance data, insights and recommended optimizations based on our KPI goals.

2. Cross-Functional Collaboration:

• Collaborate with internal team leads, including Brand Strategy, Brand Content, and Paid Media, to gather relevant data and insights for a comprehensive understanding of brand performance.
• Collaborate with partners in Comms, Product & Solution Marketing, Field Marketing, and Digital Acquisition and Strategy Ops and Digital Analytics teams to help form comprehensive insights and stories, and to share relevant information.
• Foster effective communication and collaboration to ensure alignment on brand health goals and strategies.

3. Strategic Liaison:

• Partner with Brand Strategy during annual planning to assess both performance learnings and market / audience insights to help ground our annual marketing strategies.
• Act as a liaison between the global brand marketing team and external research agencies to facilitate the execution of brand health studies and surveys.
• Leverage research findings to inform strategic decisions and recommendations for enhancing brand perception.
• Act as research thought partner for projects beyond core brand health

4. Competitive Analysis:

• Stay abreast of industry trends and competitor activities to benchmark our brand performance against key competitors.
• Translate competitive insights into actionable strategies to enhance our brand's competitive positioning.

5. Continuous Improvement:

• Identify opportunities for process improvement in data collection, analysis, and reporting to enhance the efficiency and effectiveness of the marketing analytics function.
• Identify and recommend new measurement tools, partners and opportunities to augment our understanding of our brand health today and pave the way for our future state

• Bachelor's degree in Marketing, Business, Statistics, or a related field.
• 10-12 years’ experience in marketing analytics with a focus on brand health, preferably in a global setting.
• Proficiency in data analysis tools, statistical analysis, and data visualization tools.
• Strong communication and collaboration skills to effectively work with cross-functional teams.
• Ability to translate complex data into actionable insights and recommendations.
• Curious mindset and desire to probe the why and the story behind the data
• Drive to continually improve output by staying on top of the latest tools & thinking in brand health and through research innovation and experimentation
• Familiarity with digital enterprise platforms and challenger brand strategies is desirable.

ServiceNow is an Equal Employment Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, veteran status or any other category protected by law.

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If you require a reasonable accommodation to complete any part of the application process, or are limited in the ability or unable to access or use this online application process and need an alternative method for applying, you may contact us at talent.acquisition@servicenow.com for assistance.

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